Do you ever get tired of getting a call about the same time every week? Different versions of “I’m spending a fortune on ads and getting nothing but tire kickers.” I do! I get the same call from contractors who are bleeding money on Facebook or burning through Google Ads budgets with nothing to show for it.
Last week it was a roofer. Smart guy, been in business 15 years, knows what he is doing. But he was ready to throw his laptop out the window because his “marketing guy” had blown through $3,000 in Google Ads with exactly two leads to show for it. One was from Oregon. He’s in Ohio.
I told him to kill everything and put that money into Google Local Services Ads instead. He looked at me like I was speaking Klingon. Most local business owners do when I bring up LSAs. Which is insane, because they’re probably the only form of advertising that makes sense for service businesses.
Here’s the deal: LSAs only charge you when someone contacts you. Not clicks. Not impressions. Not some nonsens “engagement metric.” Real phone calls from real people who need what you sell. And they show up at the very top of Google, above everything else, with a little green badge that basically says “Google trusts this business.” It’s like having Google personally recommend you to every potential customer.
What Are Google Local Services Ads
Google Local Services Ads solve a simple problem. When someone’s water heater explodes at midnight, they don’t want to research plumbing companies. They want someone who can fix it. Now.
LSAs put you right at the top of search results when people are desperate for your service. Not buried on page three. Not fighting for clicks with every other plumber in town. Right there at the top with your phone number, hours, reviews, and that Google Guaranteed badge that makes nervous homeowners feel safe calling a stranger.
You know what’s even better? You only pay when they call or message you. Traditional Google Ads charge you every time someone clicks, even if they immediately leave. Facebook charges you just to show your ad to people who might not even live in your state. LSAs? You pay when someone picks up the phone with their credit card ready.
I worked with an HVAC company that was dropping $50 per click on regular Google Ads. Half those clicks were competitors checking them out or people just browsing. Now they pay $35 per actual phone call from someone whose AC just died in August. Which business model sounds better to you?
Who Can Use These Things?
Google didn’t make LSAs available to everyone. They actually give a shit about quality control for once. If you run a local service business, you’re probably eligible. If you sell t-shirts online or run a meditation app, you’re out of luck.
The obvious ones qualify:
- Plumbers, electricians, HVAC techs
- Roofers, painters, general contractors
- Pest control, house cleaners, landscapers
- Garage door repair, appliance repair, handymen
But it’s not just home services. Professional services are in too:
- Lawyers (especially personal injury and family law)
- Real estate agents
- Financial planners and tax pros
- Dentists, chiropractors, vets
- Personal trainers, tutors, pet groomers
There are over 100 categories across the US, UK, Canada, and parts of Europe. Google keeps adding more because this stuff works for both businesses and customers.
Why LSAs Work Better Than Everything Else You’ve Tried
You Only Pay for Real Leads
Every other advertising platform takes your money whether it works or not. Clicked your ad by accident? That’ll be $20. Competitor checking out your prices? Another $20. Someone in Bangladesh somehow seeing your “plumber near me” ad? Yep, $20.
LSAs cut through all that garbage. You set a price you’re willing to pay per lead, usually between $15-50 for most home services. When someone calls, you pay. When they don’t, you don’t. Revolutionary concept, right?
Even better, if you get a BS lead (wrong service area, spam call, whatever), you can dispute it. Google reviews these and credits your account. Try getting Facebook to refund a bad click.
The Google Guarantee Badge Changes Everything
That green checkmark next to your name isn’t decoration. It tells customers that Google verified your license, insurance, and ran background checks on your business. For someone staring at a flooded basement, that badge is the difference between calling you or the next guy.
Google even backs it up with cash. If a customer books through your LSA and you screw up the job, Google refunds them up to $2,000. Sounds terrifying until you realize how rarely it happens. Most legitimate businesses never see a claim. But customers see that guarantee and suddenly you’re not just another contractor. You’re the safe choice.
Premium Real Estate on Google
Forget fighting for organic rankings or bidding on keywords. LSAs show up above everything. On mobile, where 90% of “emergency plumber near me” searches happen, your LSA can fill the entire screen.
People see your business before they see anything else. Your phone number, your reviews, your hours, that trust badge. All before they even have a chance to scroll. In local search, being first isn’t an advantage. It’s the whole game.
Getting Started: The Step-by-Step Process
Setting up LSAs takes more work than boosting a Facebook post. Google vets businesses because they’re putting their reputation behind that green badge. But if you’re legit, it’s worth the hassle.
Step 1: Verify Your Eligibility and Create Your Profile
Check if your business type and location qualify. Then create your LSA profile. This is separate from your regular Google Business Profile, though they work together.
Set a weekly budget. Start with enough to get real data, not just a trickle of leads. For most home services, that’s $300-500 per week. Lawyers and high-ticket services might need $1,000+ to see meaningful results. You can always adjust later.
Step 2: Submit Your Credentials
Google wants proof you’re not some guy with a pickup truck pretending to be a licensed electrician. You’ll need:
- Current business license
- General liability insurance docs
- Any certifications your industry requires
- Business registration paperwork
Don’t try to fake anything. They use real verification companies who will catch your BS. Plus, why would you want to? The whole point is building trust.
Step 3: Pass the Background Check
Google runs actual background checks through companies like Pinkerton. They’re looking for criminal history that would make customers nervous. Theft, fraud, violence, that kind of thing. Minor traffic violations won’t matter. That DUI from college won’t matter. But if you’ve got serious red flags related to your business, you’re probably out.
This usually takes 1-2 weeks. They check the business owner and any employees who’ll be entering customers’ homes. It’s free, just takes time.
Step 4: Optimize Your Profile
Once approved, make your profile worth looking at:
- Add real photos of actual work you’ve done
- Write service descriptions in plain English
- Set honest service areas (don’t claim you serve places an hour away if you charge extra to go there)
- Add any legitimate selling points like “family owned” or “emergency service”
Skip the corporate buzzword nonsense. People can smell marketing speak a mile away.
Understanding the Costs
LSA pricing depends on your industry and location. A house cleaning lead in rural Kansas might cost $10. A personal injury lawyer lead in Los Angeles could hit $400.
Typical ranges I see:
- Basic home services (cleaning, lawn care): $10-25 per lead
- Skilled trades (plumbing, electrical, HVAC): $25-60 per lead
- Emergency services: $40-80 per lead
- Professional services (lawyers, financial advisors): $100-400 per lead
- Real estate agents: $20-60 per lead
Sounds expensive until you compare it to what you’re getting. These aren’t random website visitors. They’re people who need your service, in your area, right now. They’ve already seen your reviews and pricing. They’re calling to book, not to browse.
One electrician client spends about $1,000 monthly on LSAs. Gets 25-30 calls. Books about 12 jobs. Average ticket is $400. Do that math and tell me it’s not worth it.
The Strategies That Move the Needle
Respond Fast or Don’t Bother
When someone’s ceiling is leaking, they’re calling every plumber in the list until someone answers. First one to pick up usually gets the job. It’s that simple.
Google tracks your response time. Answer fast, get shown more. Let calls go to voicemail, watch your ad disappear. Set up your phone to scream when an LSA call comes in. Train your team that these calls are priority one.
I know a plumber who strapped his phone to his arm while working. Looks ridiculous. Also books 80% of his LSA leads because he answers in under 30 seconds.
Reviews Are Your Ranking Fuel
Your star rating and total reviews directly affect how often you show up. This isn’t optional. No reviews means no visibility, no matter how much you’re willing to pay per lead.
But don’t buy fake reviews or trade reviews with your cousin’s business. Google’s not stupid. They can tell when 50 five-star reviews appear overnight from accounts that never review anything else.
Ask every satisfied customer. Send a text after the job with a direct link. Make it easy. Most happy customers will help if you just ask. Aim for 2-3 new reviews every week, not 30 in one day.
Budget Like You Mean It
Dipping your toe in with $50 a week won’t tell you anything. You need enough lead volume to see patterns, test response scripts, figure out which types of calls convert.
In competitive markets, consider going big early. Some businesses drop $10K in the first month to dominate their category, then scale back once they’re established. It’s like staking your claim. Once you’re the top result with 200 reviews, it’s hard for newcomers to catch up.
Dispute Bad Leads Religiously
You’ll get garbage leads. People calling from outside your service area. Folks looking for services you don’t offer. Competitors fishing for pricing. Kids playing with phones.
Review every lead. Dispute the bad ones. Google’s reasonable about credits if you have legitimate complaints. Don’t feel bad about protecting your budget. That money should go toward real customers, not nonsense.
Why This Matters More Than You Think
Most local businesses compete on price because they don’t know how else to stand out. LSAs flip that entirely. You’re competing on trust, availability, and showing up when people need you most.
The businesses crushing it with LSAs aren’t necessarily the cheapest or the biggest. They’re the ones who understand that being found at the right moment beats having the prettiest website or the cleverest Facebook ads.
That roofer I mentioned? Three months later, he’s booked solid through winter. Not because he lowered prices or ran some special promotion. Because when someone’s roof is leaking, he’s the first trusted option they see. His close rate went from 20% to 45% because customers calling through LSAs already trust him before he shows up.
LSAs aren’t magic. You still need to answer your phone, show up on time, and do good work. But if you’re tired of competing with every jackass with a truck and a Facebook page, they’re the closest thing to a level playing field you’ll find.
Stop burning money on ads that might work. Start paying for calls from people who actually need what you’re selling. Your accountant will thank you. Your stress levels will thank you. Hell, your customers will thank you for making it easy to find someone they can trust.
The setup’s a pain in the ass. Managing leads takes discipline. But for local service businesses, there’s nothing else that comes close to delivering actual customers who are ready to hire you. Not Facebook. Not Instagram. Not whatever new platform the marketing gurus are pushing this week.
Google Local Services Ads. Look into it before your competition does.